The Art of SEO provides proven guidelines and cutting-edge techniques for planning and executing a comprehensive SEO strategy. The authors clearly explain SEO fundamentals, while correcting many common misconceptions. If you are new to SEO, you'll get a complete and thorough SEO education, as well as an array of effective tactics, from basic to advanced. Seasoned practitioners will find this book useful as a complete reference to SEO best practices.

I interviewed Fishkin on the future of SEO at SES London 2009. He said people are using more social elements and direct methods of getting information rather than using the traditional search engines. Programs such as Yelp, OpenTable for local search, and Kayak, Faircast Live for travel search are examples of this recent development.

Fishkin said people today who want to converse or learn more about social media don't use Google but use such applications as Facebook or Twitter. He also offered his take on the significance of links.

Fishkin and Enge will both be speaking at SES Chicago 2009. Fishkin will be speaking about "PPC or SEO? The Ultimate Search Marketing Battle" and "Black Hat, White Hat: Does it Really Matter Anymore?" Enge will be speaking about "Duplicate Content & Multiple Site Issues."

About the author

Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.